After Oscar Pistorius, Rethink for Nike Marketing?

2/15/2013 10:55AM

Oscar Pistorius, the South African running star charged with murder, is the latest of several Nike-sponsored stars to fall from grace. Does Nike need to pivot on its marketing? Matthew Futterman joins Markets Hub. Photo: Getty Images.

This transcript has been automatically generated and may not be 100% accurate.

... I ... a key all these ... me a lot of money so all sneakers ... tapping into the inspirational stories of the Ansley fleet teases spokespeople ... but a string of off a string of at the DNC is the latest of the story of the South African runner ... a string of these athletes have come under terrible scandals ... what is making do about this that is effect making marketing ... Mackey Futterman is here with this story ... did this awesome story a story is I mean this is the worst order I mean in a legit murder is in pretty handy VA yet absolutely horrendous ... but this is not the first of NetEase spoke Skype celebrity athletes ... who we hope the company's wares ... to come under candle light they've had a pretty awful running the thing about Marion Jones with Tiger Woods and Michael Vick and ... starring Salman Lance Armstrong certainly ... I it's it's been it's been a run of why he conceded bad luck or bad choices been Anqi ... well I think the thing is people prelude to say arate will Tiger Woods you couldn't know ... Lance Armstrong ... nm meaty goodness no ... OS with stories and you could not have known that this was can happen that his girlfriend were ... he's going to be charged with a crime ... but the bottom line is making for a least a decade or more has really mean is their marketing scheme right now in a fine athlete of inspirational stories ... and that's how we're going to sell sneak away it goes back to Michael Jordan in the eighties and it goes back to St unit within and is aptly centric ... marketing campaign ... and when to sell you not so much the performance that of our parable of the same the idea that this apparel is you know it'll take you don't make you a fairy tale makes these people and the Steakhouse ... and you know the story some of them can be pretty good and can be pretty inspirational ... but they've built up so high and so much ... that inevitably when ... something ... bad happens given to the drama of the fall so much more dramatically ... than one point in your story you know the the the commercials that use the Lance Armstrong commercial where he says one of my on aam you know the piece of the ... deal from GE's knows that the world the money he's taken the drugs ... and the story is the ad was it was you literally says no my body is a weapon in Nanaimo Poland ... in retrospect the horrible yet that that idea I don't know Frank unit can tap into something ... in South Africa which is a very heavily on society ... as a violent society people have gone there likely a tennis racket ... it is to increase seems to have one ... so I don't think any tap into that kind of aggression an appeal to that market presenting and windows were largely second commercials that ran into that had to ... play ... I in retrospect yet at this and this does not look like a great show it's now has so far the only being given a pass on this I mean is anyone coming in saying look we yet we have to change the strategy isn't working for a C Moore has reached a tipping point was reached a point pretty quickly and change and evade to those that make that those commercials that count as good ... as copays they could ... in terms of their strategy now I think they believe that this is the way to do it and they have these incredible results when they've basically double the revenues last decade ... and so will on on oh one and why we teach each ... of because there's so much negative racing even with the EU and then everybody knows is if you didn't accuse risk that the downside of it it keeps me to ... keep going up in their faces but ... you know and ultimately people are making these decisions ... they have to pack and a share on two main shareholders are mainly interested in one Thing ranking that's returns to produce these unbelievable it can save cubic huge market cheers ... and so in some sense what they do what they're saying is ... don't we sound bites athletes ... Sam and Amanda being that Apple's but ... you know they have this model has ... a plug and play model of one another when the final on the fun of the great story though Pelletier still runs great commercials to be beautiful to watch and then something that'll probably one of these by ... rights yelling that the wheel of the inspired move him a second notice a second chance may continue in his ... time at Futterman think you're a much thank you and me